Spokesperson
The person authorised to speak for the company to the media, ensuring the official message is consistent and available.
A spokesperson is the company's voice in day-to-day dealings with the media. They answer journalists' questions, deliver statements, arrange interviews and keep information leaving the company consistent. Their credibility depends on access to the board and to reliable information. A spokesperson who learns about decisions from the press cannot represent the company effectively.
In a crisis, the role becomes more important. All external enquiries should go to one person or one team, and employees must know where to direct them. The spokesperson then needs current facts, agreed key messages and clarity about what may not yet be said.
For the board, three questions matter: who holds the role, who deputises, and in which matters the CEO should speak instead. A spokesperson cannot stand in for the head of the company where personal accountability is expected.
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